It’s no secret that B2B technology sales emails can be tricky, especially when it comes to subject lines. To help guide you in the right direction, we’ve put together this list of 10 common mistakes to avoid with your next marketing email to decision makers at your target companies and why you want to steer clear of them in your next campaign. If you’re an experienced sales rep or new to the field and sending out marketing emails, keep these tips in mind so you can create the most effective and persuasive campaigns possible.
10 Common Mistakes with B2B Technology Sales Emails:
1) Weak Introduction
Starting your email off with a question is a great way to get your contact to respond, but many businesses do it poorly. Take a second and think about how you would react if you received an email that simply read, Hi there? Does that inspire confidence in you as a reader? Probably not.
2) Use Too Many Sales Points
It’s not uncommon for technology sales emails to include a laundry list of features and benefits. But don’t get too wordy—your prospect wants you to get to the point, and they’ll lose interest if your email goes on for more than one or two paragraphs. Keep your message short and sweet
3) Unclear Call to Action
If you’re not sure what you want your recipient to do, why would they do anything? Clearly state what action you want them to take next, and then tell them how they can do it. Your calls-to-action should be simple and easy to act on; don’t make things harder than they need to be.
Example: Score a free gift card by booking a meeting with me! With a link attached to your booking page, that automatically sends them the gift card = great
Click here to book a meeting! With a functional weblink = good
Go to my website to book a meeting = bad
Broken URLs = bad
4) No Clear Benefit Provided
When sending an email, make sure it contains information that is unique to your recipient. Don’t assume they’ll find your message valuable simply because you sent it to them. Generic information doesn’t speak to an individual and therefore is likely to go unread and unloved. If you can personalize each one of your sales emails, you’ll be more successful in building relationships and closing sales faster.
5) Multiple Questions/Answers Required
Don’t make your prospects jump through unnecessary hoops. Period. If it takes more than 30 seconds to read or do, skip it.
6) Generic Information Only
The most common mistake made by sales professionals is to send general information about their product or service. This won’t help potential customers know how your solution will help them specifically. Keep your emails focused on specific details of how your product can address each prospect’s business problems. Be sure to include concrete examples of how you have helped other companies achieve success.
7) Not Personalized Enough
Hi doesn’t cut it. If you are not taking time to personalize your emails, you are missing out on valuable opportunities. Always include names in email addresses or subject lines. It may seem like extra work, but it will pay off later by increasing engagement and response rates. Don’t forget to close emails with names too!
8) Not Specific Enough
Technology sales emails should do more than just highlight a new feature or updated software. To stand out from other messages, you need to put a little flair into your subject line—the text at the top of your email’s preview pane. For instance, [Company] Launches New Feature may sound fresh and exciting, but it likely won’t pique anyone’s interest enough to click through—especially if they receive similar messages on a daily basis.
9) Too Focused on Features
Getting prospects to pay attention is just as important as sealing that sale. You need to show how your product or service can benefit them, too. After all, it’s not just about you. Start crafting your sales emails to make the prospect the hero, and watch how quickly response rates change.
“We can help you improve email response rates.”
“You could improve email response rates up to 10X. How would that impact <company>?”
10) Don’t get in your own way
A pitfall I see a lot of new technology sales reps fall into is letting their own nerves stop them from hitting send. Don’t worry about getting shut down or rejected. Understand why you’re being rejected and learn from each experience so that next time you can be prepared to avoid it. It’s important to remember though, there are no bad questions in sales! The more you ask, especially when asking for feedback, reveals that you care about understanding your prospect and gives them an opportunity to feel respected and engaged in your conversation.